康宝莱公司保健品直销研究

发布时间：2018-06-18 03:09

本文选题：康宝莱 + 保健品　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：经过近30年的发展,保健行业已经在我国逐渐发展起来。与全球相比,我国保健品的销售遥遥领先。其有两种方式进行销售,一种是一对一的直接销售,由生产商直接把产品对客户进行销售;另一种为非直接销售,由生产商到经销商,再由经销商到客户。有数据显示,目前保健品销售近30%都采用直接销售。美国营养保健品康宝莱公司成立于1980年,有35年的历史,行销96个国家,进入中国也有10年的时间,是世界五大直销董事之一,公司营业额呈现逐年上升趋势。作为全球主要的直销企业之一,康宝莱有着较为独特的运作模式。然而,康宝莱入驻中国市场已超过10年,虽然业绩依旧保持着稳步的上升趋势,但是同比直销排名靠前的保健品公司,其增长却是趋于缓慢,晋升空间并不是很大。这些问题都暗示着,康宝莱公司在中国的保健品直销存在着一定的问题,例如,研发和创新能力弱,产品结构单一,多年来未推出新产品;营销战略常年不变,没有根据市场的变化和消费者的需求进行适当的调整;直销的会议培训过于传统,秉承传统直销会议模式但是没有与时俱进等。本论文以康宝莱公司为研究对象,以大量资料文献作为基础、运用问卷调查、深度访谈和PEST分析等方法对康宝莱公司的保健品直销进行了深入研究。对康宝莱在中国进行直销的环境进行了分析,明晰了康宝莱公司在政治、经济、文化、科技环境等方面所面临的机遇和挑战。再次,对康宝莱公司目前在中国的保健品直销现状进行了分析,并结合调查问卷和访谈中发现的问题对康宝莱公司直销营销中存在的问题进行了全面地分析;最后,根据分析结果,结合康宝莱公司所处的环境,重点提出了康宝莱公司保健品直销发展具体的对策建议,这些对策对康宝莱公司的保健品直销以及我国的保健品企业和直销企业都具有借鉴和参考的作用。
[Abstract]:After nearly 30 years of development, the health care industry has gradually developed in China. Compared with the world, the sales of health products in China is far ahead. There are two ways to sell, one is a one-to-one direct sale, the other is indirect sales, from manufacturer to dealer, then dealer to customer. There are data showing that the current sales of health products nearly 30% of the use of direct sales. United States nutrition and health products Herbalife Co., Ltd. was founded in 1980, has a history of 35 years, marketing 96 countries, entering China for 10 years, is one of the top five direct-selling directors in the world, the turnover of the company has been increasing year by year. As one of the main direct selling enterprises in the world, Herbalife has a unique mode of operation. However, Herbalife has been in China for more than a decade, and while results are still steadily rising, the growth of health products companies, which are ranked as top sellers from the same period last year, has slowed and there is little room for promotion. These problems suggest that Herbalife's direct marketing of health products in China has certain problems, such as weak R & D and innovation ability, single product structure, no new products for many years, and constant marketing strategy for many years. It does not adjust properly according to the changes of the market and consumers' needs; the direct marketing conference training is too traditional, adhering to the traditional direct selling meeting mode but not keeping pace with the times, etc. This paper takes Herbalife Company as the research object, based on a large number of materials and literature, makes a deep research on the direct selling of health products by using questionnaire, in-depth interview and pest analysis. This paper analyzes the direct marketing environment of Herbalife in China, and clarifies the opportunities and challenges faced by Herbalife in politics, economy, culture, science and technology environment and so on. Thirdly, the current situation of direct marketing of health products in China is analyzed, and the problems found in the questionnaire and interview are comprehensively analyzed. Finally, According to the analysis results, combined with the environment of Herbalife Company, the author puts forward the concrete countermeasures and suggestions for the development of direct marketing of health products of Herbalife Company. These countermeasures can be used for reference for the direct sale of health products of Herbalife, as well as for the enterprises of health products and direct marketing in our country.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.32

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